ABSTRACT
In Chapters 5 and 6, we examine the productional ingredients from which the electronic media draw in order to construct the message “pucker” (discussed at the conclusion of Chapter 6) that hopefully attracts a receiver “kiss.” Now, in this and the following chapter, we dissect the dynamics of that kiss-the goals and satisfactions that originators and receivers seek to achieve from respectively creating and embracing media programming. In this chapter, we scrutinize the originator or business side of the courtship, because, in capitalist societies, it is business considerations that initiate the media’s sender/receiver flirtation.
